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Creative Ikea BBH Singapore

Ikea promotes its biggest store in Southeast Asia with four humorous films


By Taruka Srivastav | Reporter

November 15, 2017 | 2 min read

To mark the launch of its biggest store in Southeast Asia, Ikea has rolled out a campaign 'Choice' featuring four films.


Ikea promotes its new stores in Malaysia with four humorous films

The series highlights how there are some things in life one can't choose; like their mother-in-law, their daughter’s boyfriend or wife’s beloved cats. But, as Ikea points out they can choose their furniture.

The films were shot by renowned Argentinian film director Augusto G Zapiola, known for his subtle observational humour. The first spot depicts a man being forced to watch what his wife's mother is watching on TV, while a voiceover says: 'You can't change your mother-in-law but you can change the furniture, prompting him to replace the mother's everyday chair with a rocking chair. The result being that he can now enjoy watching sports while his mother-in-law sleeps.

Zapiola said: "From the first call with the agency and client, I knew we were all on the same boat, free to experiment and collaborate during the whole process. I am really happy with the result."

Nikhil Panjwani, creative director at the agency behind the ad BBH Singapore said: “Our actors, who didn’t speak a word of English were getting instructions from Augusto who spoke mostly in Spanish. It was fascinating how just hand gestures and body language saved the day and nothing was lost in translation.”

The campaign will run across digital, TV, print, outdoor and radio. The films will launch in Malaysia this week.

Ikea: Choice by BBH Singapore

By Ikea

Overall Rating 5/5

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Creative Ikea BBH Singapore

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